Certificate in Digital Marketing

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Programme Overview

If you're interested in digital marketing courses, then our course is ideal. Programme participants will graduate with detailed knowledge of the digital terrain and the expertise, tools and insight required to succeed in contemporary marketing.

The digital marketing course will be delivered by the leading specialists and is designed to reflect the realities of digital marketing and sensitise learners to both current and future challenges and opportunities in the field. Learners will graduate with strong ability in digital marketing decision-making and implementation. Learners on the programme will gain a high level of knowledge of the tools and techniques of digital marketing and finish the programme being able to develop a digital strategy for their organisation. Learners will have a solid understanding of all the key platforms and how they work together to drive a digital presence. You will also learn how to brief providers and suppliers in situations where you may be contracting for digital marketing services.

Our internet marketing course will cover all the key elements including search engine optimisation, digital advertising, online PR, online reputation management, measurement, creation and implementation of a digital marketing campaign, project management and as an overall project the creation of a digital marketing strategy.

The course differs from other programmes in that it is extremely practical and you will work on live case studies and projects. We will also have a range of guest speakers from industry. You will learn by doing, in computer labs and through use of technologies like websites and blogs and platforms like Twitter, LinkedIn and project management tools used in the sector. We believe this will provide an enhanced learning experience when compared to more traditional modes of delivery on many digital marketing courses. In addition employers have advised us that there is a need for a programme where the content is designed and delivered by digital marketing practitioners underpinned by the academic rigour and quality system of a third level education provider. So with this course you have the reassurance that the programme is delivered by an academic institution with over 60 years’ experience and rigorous quality and accreditation processes.

Who is the Digital Marketing course for?

Our part-time courses in digital marketing are perfect for marketing professionals who want to update their understanding and skills in the vital area of digital marketing. Our internet marketing courses are ideal for those working in digital marketing who wish to appreciate how digital marketing complements other areas of marketing communications. This certificate will also be of interest to senior managers, business owners, webmasters and IT staff who are interested in better understanding the digital landscape or who have direct responsibility for promoting their business online.

Career Prospects

Career opportunities within the digital marketing arena continue to increase in 2011. PricewaterhouseCoopers estimate a 12% increase in online spend meaning a rise in the both the number and range of vacancies available. Recruitment agencies operating in the area of marketing and advertising say that there is a shortage of experienced digital marketing professionals within Ireland. The increase in jobs in the area of digital marketing is evidenced in a range of government generated reports from agencies such as Forfas and the Expert Group on Future Skills Needs.

Duration

Our part-time course runs 2 semesters, 26 weeks.

Indicative Schedule

Tuesday 18.30 - 20.30 & Thursday 18.30 - 21.00.

Entry Requirements

A degree or equivalent at level 8 in marketing or a related field such as business, communications, media sales etc. is required to gain entry into our digital marketing course. Applicants who hold a minimum level 8 or equivalent qualification in a non-cognate field but with work experience in a related area will also be eligible for entry onto the programme.

Award

The Certificate in Digital Marketing is a Special Purpose Award (30 ECTS credits) awarded by HETAC at level 8 on the National Framework of Qualifications

Programme Fee

€2,450 total fee. Fees are revised annually

Venue

IFSC Campus

Modules

Indicative Programme Content.

Digital Marketing Landscape and Strategy

This part of the course will look at how the digital landscape has evolved and the effect of new media and technologies on consumer behaviour and expectations, including legal implications and current and near-future trends. It will also cover where digital marketing sits within the traditional marketing mix and how digital marketing complements other areas of marketing communications. A key section of this part of the course will be the development, implementation and evaluation of a digital marketing strategy.

Project Management and Measurement for Digital Marketing
This section will cover structured approaches to web project management and measurement in the evolving online environment. It will look at measuring quantitative business intelligence through site analytics. Permission based marketing, both email and social, will be included and social media monitoring will also be covered.

Technology and User Experience
User experience design, writing for the web, content strategy and the semantic web will all be covered in this part of the programme. The convergence and integration of emergent technology will be examined, along with adapting to change in marketing practice, and looking beyond the web at other devices and how to effectively reach them.

Social Media Marketing & PR
This area of the course will examine social strategy, the nature of social media and the convergence of technology and communications channels. It will cover social media for business, along with creating and editing online video, audio and podcasting. Online advertising and online PR will be a key element as will merging online and offline campaigns and monitoring, conversing and encouraging conversation online. Digital crisis management will also be examined.

Programme Modules

Year 1
Digital Marketing Landscape and Strategy	Project Management and Measurement for Digital Marketing
Social Media Marketing and PR	Technology and User Experience

Start Date

Tuesday 24th July 2012

Programme Location

IFSC Campus

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